Exeter Chiefs set to remove Native American branding in place of Celtic imagery

Exeter will keep their 'Chiefs' nickname

Exeter Chiefs have announced that they will end their Native American-themed branding this summer. The Chiefs have been criticised for their continued use of Native American imagery, and last year revealed that they would be reviewing the club's branding. While Exeter will keep their 'Chiefs' nickname, they will now use imagery from the Celtic Iron Age Dumnonii Tribe.

"We are excited to welcome in the next era of rugby within Exeter," said chairman and chief executive Tony Rowe in a statement.

He added: "Exeter has and always will be the most important term in our overall identity. The term Chiefs, however, is equally entrenched in our make-up, going back to over a century ago when teams in this region would regularly call their first teams that of the Chiefs.

"As a rugby club we have been willing to listen, we have consulted far and wide, and now we are ready to invoke change."

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Several rugby union clubs have previously requested that Chiefs fans do not wear Native American-themed headdresses to their away matches this season.

This came after the club's branding was criticised by the National Congress of American Indians (NCAI).

As per the BBC, in October Dante Desiderio, the NCAI's chief executive, said: "Native 'themed' mascot imagery and the dehumanising stereotypes it perpetuates must go."

Exeter were criticised over its branding in 2020, with the club's crest currently including a Native American. Additionally, at their home ground - Sandy Park - places such as the 'Wigwam Bar' and 'Campfire Grill' can be found.

Following the criticism, Exeter chose to drop their mascot 'Big Chief' but they retained the rest of their branding.

Related links:

• Exeter Chiefs told to change badge by National Congress of American Indians
• Exeter Chiefs to retire Big Chief mascot after review
• Andrew Conway riles up Exeter fans by clattering Gareth Steenson after conversion